Chevrolet will give its dealers sales goals to help the division sell 3 million vehicles in 2004.
Trips and other prizes will serve as rewards for dealers who hit their marks, Brent Dewar, Chevrolet marketing general manager, told dealers at the make meeting yesterday.
"We call it the Road to 3 Million," Dewar said, "and we're just asking them to think about their targets. We're giving them stretch goals to do it."
In 2003, Chevrolet sold 2.6 million vehicles.
Most dealers were satisfied with Dewar's report. "Chevy is at the top of its game," said one New Jersey dealer. "Dealers are pretty satisfied."
With new products coming, most dealers are looking forward to a strong sales year. One dealer said that he has "been a dealer for 20 years and has never been more enthused about Chevrolet products."
Even with new products for 2004, Tommy Brasher, co-chair of the Chevrolet National Dealer Council, said Chevrolet isn't likely to hit 3 million in sales this year.
"I don't think we can do it in 2004 because we don't have the production," Brasher said. "But we will have the production in 2005."
Three high-volume replacement vehicles will have to add significant sales, Brasher said. They are: the Equinox small SUV, replacing the Tracker; the Cobalt small car, replacing the Cavalier; and the Colorado mid-sized pickup, replacing the S10. Also, Brasher said, Chevrolet must get strong sales out of the new half-ton Silverado Crew Cab.
Dewar showed dealers commercials for individual new vehicles that will be part of the "American Revolution" umbrella theme.
The spots will have the same tone and Steppenwolf music as the auto-hauler spot that launched the theme, he said. Dealers will be able to put their names on national spots.